8 Simple Ways to Breathe New Life Into Your Content Marketing
8 Simple Ways to Breathe New Life Into Your Content Marketing was authored by Sharon Hurley Hall and Christina Strickland.
If you’ve been at content marketing for any length of time, you’ve discovered that it’s all too easy to become comfortable or even complacent. You know what you’re doing, you’re no longer a newbie, and things are running like clockwork, but are you doing all you can do? Could doing a bit more improve your results?
Yes, you are putting effort into producing compelling content, but there is always room for improvement. Why should you bother? Well, the bottom line is that even small improvements can prevent your audience from growing bored and losing interest while also providing your current followers with a reason to keep coming back for more. And you want new visitors, right? Taking the time to refresh and reinvigorate your content also encourages sharing and helps to draw new visitors in your direction.
8 Content Marketing Ideas for Brands
Take the smart approach to your content marketing efforts. Here are 8 tips to help inspire you:
- Manage Your Content
People have to see your content several times before you become top-of-mind, so be sure to fine-tune the actual pieces of content you will produce and work out when they should appear. To do that, you’ll need an editorial calendar and a content management system. The editorial calendar tells you what’s happening when on which platform and who is responsible for producing it. The content management system gets everything scheduled and ensures you have SEO information and images to go along with the content. Sometimes, both work together.
Two options you can use are Crackerjack Marketing’s free editorial calendar template or CoSchedule, an affordable paid option that integrates with WordPress.
- Vary Your Content
Often, people become really good at creating text content. The problem is, however, that such content may provide information an audience can use but become a bit dry after a while. Readers may become bored with the same old content style, and mixing things up a bit can refresh their interest. How can you mix things up? Here are some suggestions for varying your content:
- Add photos–This can help boost readership, sharing and engagement.
- Create and post slideshows.
- Create and post video content.
- Include infographics.
- Add relevant memes to lighten the mood and capture interest.
Most businesses include blog posts (a proven lead magnet) and social media posts, at minimum. They may also include eBooks, webinars, slideshows and infographics. Learn more about the benefits of these content types in our two-part series on 7 Types of Content to Include in Your Strategy and Why.
- Get Inside Your Audience’s Head
It is all too easy to forget whom you are trying to reach with your content. Too frequently, business people/content producers get caught up in what interests them and focus too much of their content on that. When you’re trying to connect with customers, however, it is critical to make your content relevant and interesting for them. This means identifying your target audience, learning how you can reach its members, and then providing content that speaks to its needs. Incorporate how-to and question-and-answer content whenever possible. This type of content is not only helpful for your audience but also highly shareable.
- Work With Guest Bloggers
Your audience gets used to your voice and trusts in your expertise and unique perspective. While that is a good thing, you can shake things up a little by inviting thought leaders to guest post on your blog. This provides your audience with a fresh perspective and can translate into more sharing and exposure for both your blog and your guest blogger.
- Focus on Your Formatting
Sometimes it’s the little things that make all the difference. While what you have to say is the meat and potatoes of your content, your formatting is the presentation. And many people will pass up even the most hearty content if the presentation is just sloppy. Make your content clear, easy to read and attractive by using the following formatting elements:
- Bulleted lists
- Relatively short blocks of text
- Fonts that do not detract from your text but do highlight concepts
- Listen to Your Audience
Use analytics tools to figure out who’s already visiting your site and blog and what content they find most interesting. That will help you craft new content to keep them coming back, and hopefully, sharing with others. Many analytics tools also include demographic reports, so you can get fine detail on your target audience. Add social analytics tools and social listening tools to this, and you will get a well-rounded picture of your customers and their interests.
7. Make Sharing Easy
According to Pew Internet, over 76% of online adults use social networking sites, 64% of American adults have a smartphone and more than 45% own tablets. Your strategy must include content optimized for social sharing from mobile devices. Consider:
- creating a mobile first website and blog design to make sure all visitors can navigate content easily
- switching your email newsletter to a mobile first design
- increasing your activity on the key social sites where your potential customers hang out (this could be LinkedIn, Facebook, Pinterest or somewhere else depending on your industry)
8. Revisit Your Strategy
Revisit and refine your strategy periodically. This means doing three things:
- setting realistic goals
- planning how to execute them
- deciding how to measure them
Note that your goals have to be realistic. If your business plan has flaws, content marketing isn’t the bandage, and there’s no absolute guarantee of direct sales. What it can do is get more attention for your business and increase conversions, so that you can turn leads into sales.
Isn’t it great when you don’t have to guess at what to do next? Use these 8 smart tips to give your content marketing a boost. Then be sure to come back and share your results with us.
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